Marketing Communications

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Marketing Communications
Advertising Media

6. OFFERS LOwEST COST PER TIME:
   Messages expenditure results in lower cost per time unit, reaching a larger audience in the
   shortest possible time.


7. LOw AUDIENCE RESISTANCE TO EXPOSURE:
   Radio has been found to produce greater retention of simple material and it is easily attended
   to with little psychological resistance, especially among least educated audience.

DISADVANTAGES OF RADIO

1. The life of a radio commercial is extremely short. It is only exposed to cover the programmed
   time. To have an appreciable impact on the market, there is a need to broadcast commercials
   repeatedly.


2. The time available for advertising in broadcast media is limited by the number of hours
   stations are licensed to stay on the air – wanted time periods may already be occupied by
   competitors or other advertisements. Once advertising time is filled they cannot add extra
   time. Print media can add more pages in solving this type of problem.


3. Commercials and programmes wear out quickly in broadcast media because public tastes
   change quickly.


4. Radio has a dispersed and fragmentized audience which makes it expensive and difficult
   to secure effective coverage of a broad advertising target.


5. While listening to the radio, many people perform some other activity – most receivers
   may not achieve effective listening to messages.


6. Radio suffers from a scarcity of research data.


7. The costs of national coverage can become substantial.


8. Radio’s lack of visual presentation keeps it from being used for many products and services
   that require visual demonstration, package identification. This is an advantage for television.

PROPER USES OF RADIO FOR MARKETING

1. When advertising messages need to be broadcast at an extremely low cost per thousand.


2. When an advertising message has to be repeated severally with a high rate of frequency,
   when an advertiser is trying to increase awareness of a brand name, drive home a slogan
   or other uses.


3. Where dealers need most support and to counteract competitive advertising moves or boost
   dealer’s morale in key areas.


4. When an advertiser wants to make a promotional offer in one area and not in another.


5. Radio is very useful for advertising automobile related products because travellers usually
   depend on their car radio.


6. When an advertiser wants to reach a special market segment for who some radio stations
   are specially programmed.